In this new environment, publishers must focus on the value of establishing relationships with the audience. With platforms a significant source of publisher traffic, more than half of a site’s visitors drop in once and leave quickly, never to return. These visitors are of little value to the publisher.

While platforms may provide easy clicks, they form a barrier between the publisher and their audience, preventing them from building reader relationships. Readers have a much harder time recalling which site they visited when they come from social media, and some of these readers don’t realize they’ve left the platform at all. The key to success is identifying and establishing a link to these readers. This can be done by capturing their email addresses. Then, publishers have the long-term opportunity to market to and upsell readers on their list.

About PostUpPostUp is the leader in end-to-end email marketing technology, from acquisition and compliance through customer lifestyle. With a proven services team, award-winning platform, and handpicked partners, PostUp delivers personalized communications that drive engagement and increase revenues. For more information about PostUp, visit postup.com.